Jeff Bridges Puts You to Sleep for Squarespace's Super Bowl Campaign

Website Publishing Platform and Celeb Collaborate on Strange New Biz in Push from W&K/N.Y.

Published on Jan 28, 2015

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Actor Jeff Bridges, perhaps best known for portraying beloved anti-hero "The Dude" in the cult classic "The Big Lebowski," has teamed with Squarespace on a new business that should surely benefit from his lazy drawl, "Jeff Bridges Sleeping Tapes."

The album is part of Squarespace's Super Bowl push via Wieden & Kennedy, New York and is being featured in this teaser, a demo video and on the dedicated site dreamingwithjeff.com. The project will also be highlighted in the advertiser's big game 30-second spot. Directed by Tim Godsall, it will air during the first half of the game.

"At its core, the campaign is a product demonstration," said Wieden & Kennedy, N.Y. ECD David Kolbusz. "We used Squarespace's beautiful design and e-commerce capabilities to take an idea that seemed a bit odd, and turn it into something real and meaningful ... And best of all, it works. His voice is like oak and leather and cigar smoke and the wilderness. I personally have fallen asleep to the recording on more than one occasion. Hopefully the project will show people that Squarespace can help make anything they dream up become more amazing."

On the site, visitors can listen to and download the album -- at whatever price they wish. Limited editions of the Sleeping Tapes will be available on cassette tape, vinyl and on special edition 180-gram golden vinyl plate for $200. After the ad airs during the game, Squarespace will also put up for auction five signed copy box sets.

All proceeds from the albums (excluding shipping and service fees) will go to Share Our Strength's No Kid Hungry campaign, which aims to make sure all kids have healthy food every day. Mr. Bridges has been a spokesperson for No Kid Hungry since 2010.

"I was able to take the seed of an idea, make it my own, and then see it come to life in such a beautiful way," said Mr. Bridges in a statement. " That's what Squarespace does. I love the work we've done, and I'm proud that it will benefit the No Kid Hungry campaign, a cause I believe in so deeply."